What are the biggest UX gaps to bridge?

“Design is not just how it looks but how it functions as well” -Steve Jobs

I remember reading a story from Walmart highlighting money that they were trying to make from a seamless online shopping experience. Their UX team needed to hire a consultant that could find errors in their buy flow and checkout process. It made for a serious communication issue in the flow and forced a 35% drop off of potential customers. Their carts full and incomplete with transactions they couldn’t find the issue.

After approving a study to go forward they found that there were errors in the CTA and functionality communication. The CTA read “Signin or create an Account” and they were forcing users to create an account if they didn’t have one. The study showed it more profitable to allow guest shoppers in the event of being a one time shopper or a disinterested user when it came to rewards point etc.

Using this understand they allowed users to shop as guest by changing the Call to Action to “Shop as a Guest”. This helped WalMart generate more than $300 million dollars in profit for the next year.

UX will always be important to business for it bridges the gap between business measurements and customer experience.